Estée Lauder Bolsters DTC Strategy With AI-, Data-Driven Approach
The Estée Lauder Cos. will expand its digital commerce network through an AI- and data-enabled platform.
The company will co-develop a multi-phase, unified direct-to-consumer experience with e-commerce platform Shopify as part of efforts to "reach consumers in smarter, faster and more personalized ways." The first phase will launch in the first quarter of 2026.
The beauty company aims to tap into data and emerging tech to improve its speed to market and build more cohesive brand experiences.
Brian Franz, chief technology, data and analytics officer, said the effort will provide the company with real-time data, insights and AI-enabled capabilities, enabling it to deliver "breakthrough personalization" in a more agile way.
“Through this partnership, we are poised to unlock new levels of consumer centricity and omnichannel shopping experiences,” said Stéphane de La Faverie, president and CEO, in a statement, adding that this is part of the company's goal to leverage data, technology and creativity to anticipate consumer needs and "connect their brand experiences across channels and touchpoints seamlessly."
Driving Efficiency and Personalization in E-Commerce
Other consumer companies, such as Ollie and SharkNinja, have unified their e-commerce strategy.
SharkNinja, for example, launched a single dedicated direct-to-consumer e-commerce platform for its flagship brands, supported by AI initiatives that streamline the shopping experience.
Dog food company Ollie, meanwhile, worked with Shopify to better manage thousands of meal plan combinations tailored to a dog’s nutrition needs, considering breed, age, weight, allergies and preferences.
Grove Collaborative, a retailer of sustainable household cleaning, personal care, beauty, and pet products and manufacturer of its flagship brand Grove Co., also partnered with the tech company as part of efforts to free up resources and lower overall operating costs while increasing scalability within e-commerce, mobile and subscriptions.
